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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華 | |
| dc.contributor.author | Ching-Fen Lin | en |
| dc.contributor.author | 林靜芬 | zh_TW |
| dc.date.accessioned | 2021-06-08T00:32:30Z | - |
| dc.date.copyright | 2013-07-18 | |
| dc.date.issued | 2013 | |
| dc.date.submitted | 2013-06-28 | |
| dc.identifier.citation | 中文文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/17710 | - |
| dc.description.abstract | 由於故事可以讓消費者透過敘事處理，或可以增加消費者與品牌或產品之間的連結性以增加消費者購買的意圖，或可透過降低消費者的負面觀感，來達到某些目的。由於故事可以帶來的效益如此之大，因此在廣告領域中，關於故事型廣告的研究一直前仆後繼，可見其在廣告領域中的重要性。本研究參考各學者對故事的定義，與其相關的實證研究，探討不同事實性程度的故事、故事與產品關聯性與不同商品類型對廣告效果的影響。
本研究採用實驗設計法，以「故事類型」、「故事與產品關聯性有無」與「商品類型」為自變數，分成「寫實型故事」與「神話型故事」兩種故事;「故事與產品有關聯」與「故事與產品沒有關聯」兩種類別;「實用型商品」與「享樂型商品」兩種商品類別，共八個實驗組，並以台灣大學大學部及研究所的學生為施測對象，來進行研究。 研究結果指出： 一、 不管是實用型商品或是享樂型商品，搭配寫實型故事與神話型故事的廣告效果均沒有顯著差異。 二、 對故事與產品沒有關聯的情況來說，產品態度上，寫實型故事表現顯著比神話型故事好;對故事與產品有關聯來說，在廣告態度上，神話型故事廣告的表現的確比寫實型故事廣告來得好。 三、 「故事類型」、「故事與產品關聯性有無」與「商品類型」三自變數間沒有顯著的交互作用。 關鍵字：故事型廣告、事實性、一致性、實用型商品、享樂型商品 | zh_TW |
| dc.description.abstract | Stories can influence purchasing intention by improving SBCs or decreasing negative attitude toward subjects. Since there is huge impact on advertising effect when using story-form advertising, there are couples of researches on this domain. Thus, base on these researches, this thesis have development an experiment to explore the relationships of verisimilitude, relevance and product types.
Using college and graduate students at National Taiwan University as respondents, a 2*2*2 between subjects experimental design is conducted. Independent variable is story type(narrative versus myth), story and product appeal are related(related versus unrelated), and product type(utilitarian versus hedonic product). The conclusion as follows, 1. No matter for utilitarian or hedonic products, there is no advertising effect differences between matching up narrative or myth. 2. As for story and product appeal are unrelated, narrative results in higher level of attitude toward the product than myth. As for story and product appeal are related, myth results in higher level of attitude toward the advertising. 3. There is no interact effect between story type, story and product appeal are related and product type. Key Words : story type, verisimilitude, relevance, utilitarian, hedonic | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T00:32:30Z (GMT). No. of bitstreams: 1 ntu-102-R00741031-1.pdf: 4836620 bytes, checksum: bccb9558d9e73e2d47349207906f45e9 (MD5) Previous issue date: 2013 | en |
| dc.description.tableofcontents | 論文摘要 ………………………………………………………………………………………Ⅰ
Thesis Abstract …………………………………………………………………Ⅱ 目錄 …………………………………………………………………………………… Ⅲ 表目錄 ………………………………………………………………………………………Ⅴ 圖目錄 ………………………………………………………………………………………Ⅵ 第一章 緒論 1 第一節 研究背景與動機……………………………..… 1 第二節 研究目的……………………………………………………3 第二章 文獻探討 4 第一節 故事對人類的影響…………………………………4 第二節 商品類型……………………………………………………11 第三節 聯想理論……………………………………………………13 第三章 研究架構與實驗方法 16 第一節 研究變數……………………………………………………16 第二節 研究假設……………………………………………………17 第三節 研究變數之定義與衡量方法…………………20 第四節 前測……………………………………………………………23 第五節 研究設計………………………………………………… 24 第六節 資料收集……………………………………………………30 第四章 研究結果 31 第一節 樣本回收情況與分布………………………………31 第二節 信度分析……………………………………………………32 第三節 操弄檢定……………………………………………………33 第四節 假設檢定……………………………………………………36 第五節 其他發現……………………………………………………42 第五章 結論與建議 46 第一節 研究結論……………………………………………………46 第二節 研究討論……………………………………………………47 第三節 行銷意涵……………………………………………………48 第四節 研究限制……………………………………………………49 第五節 後續研究的限制………………………………………50 參考文獻 52 中文文獻………………………………………………………………………52 英文文獻………………………………………………………………………52 附錄 58 附錄一：前測問卷………………………………………………………58 附錄二：正式實驗之平面廣告…………………………………59 附錄三：正式問卷………………………………………………………67 | |
| dc.language.iso | zh-TW | |
| dc.title | 廣告故事寫實性程度、產品關聯性與商品類型對廣告效果的影響 | zh_TW |
| dc.title | The effect of verisimilitude, relevance and product types on advertising effectiveness | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 101-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳建維,簡怡雯,練乃華 | |
| dc.subject.keyword | 故事型廣告,事實性,一致性,實用型商品,享樂型商品, | zh_TW |
| dc.subject.keyword | story type,verisimilitude,relevance,utilitarian,hedonic, | en |
| dc.relation.page | 69 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2013-06-28 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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|---|---|---|---|
| ntu-102-1.pdf 目前未授權公開取用 | 4.72 MB | Adobe PDF |
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